A Study on the National Brand through Symbolic Analysis of Changes in National Public Promotional Video Trends : focusing on Korea's overseas promotional videos

Now, the term brand has been extended to a broad sense used not only by companies but also by countries, cities, and individuals. In addition, it is used to increase competitiveness, away from the use of simply distinguishing it from other brands, and each country is working to increase the national brand value. To this end, each country is making various efforts to develop a positive national image and promote it by national branding, and as a methodology, they use a lot of promotional videos. In this study, a trend analysis of preference perspective was conducted on the videos of 'Imagine Your Korea', a YouTube channel of the Korea Tourism Organization that focuses on overseas promotion of Korea, and an in-depth analysis was conducted on the representative videos using Roland Barthes' theory of preference interpretation. As a result of the analysis, it was confirmed that various concepts and new expression methods were attempted, and it was confirmed that the promotion strategy was changed through video cases that have become various issues. In addition, it was possible to confirm the trend of positive promotional videos that took advantage of traditional culture, cutting-edge convergence, and K-culture, but it seems that various other materials need to be discovered.